As Assessing Consumer (Focus Group or One on One)

As Assessing Consumer (Focus Group or One on One)

One-on-one interviews or focus group, it is best to analyze consumers?

One-on-one

In individual interviews the trained interviewer asks a series of specific questions, unstructured, to discover hidden meanings, problems, attitudes, motivations and activities of consumers. The interviewer must be careful not to influence the interviewee. One-on-one is most effective when scaling technique is used to pass attributes of the product to the consumer values.

When using a one-on-one?

Personal interviews are the best, if a detailed survey of behavior, attitudes, needs and desires required. For step-by-step decision-making and information that give the more complicated patterns of behavior will be obtained from one-on-one. This method is also best for sensitive products (personal care products), or highly confidential (personal finance).

FOCUS GROUP

A focus group interview is a useful way to interview in depth. Typical groups are eight to 12 people. Participants should be representative of the segment of consumers who are aligned with the target. An hour is typical, but some sessions last up to three hours.

The purpose of a focus group interview is to find hidden thoughts, feelings, and if consumers have problems with a product. A moderator asks questions and does not inhibit current discussion. Group interaction is of high value and groups often make points and ask questions that had not occurred to the moderators.

When to Use a Focus Group?

The focus group are less expensive and take less time than one-on-one e. The focus groups are good for testing new marketing campaigns, introducing new product lines, or get an idea of the current brand image in the minds of consumers.

Moderating a Focus Group?

experienced facilitators lead a discussion to cover a whole list of default themes. They bring many words, phrases and sentences to redirect and keep the conversation natural. The facilitator should listen carefully and speak just at the right time.

Beginner moderators may appear nervous or uncomfortable, not knowing how or when to speak. It may be useful to have two moderators. One will ask a question and listen carefully to solicit comments. The other will follow the general conversation, preparing mentally for the following general question. At the appropriate time the second moderator will ask the following questions, comments, subtle and redirect. Since then it works fine alternative questions.

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